How do you take fan experience, excitement and engagement to a new level, across a global series?
We started working with Formula 1 in 2018 when we were contracted as consultants to oversee the delivery and development of the official fan zones at their 21 races across the world. Continuing our work into 2019, we worked with the Formula 1 team to increase audience engagement at all the live events. Throughout 2020 we have worked with Formula 1 to explore other avenues through which to promote fan engagement at the events, including Run the Track and Fan Festivals.
We started by reviewing the delivery of the Formula 1 fan zones, providing insight about how fan experience could be improved. This project quickly turned into an ongoing relationship with the international rights holder, working not just in the fan zones, but across all fan facing areas of the events. We were asked to support promoters in countries across the world, ensuring all fan events met the high Formula 1 standard.
In 2019 we supported promoters in 22 countries in the lead up to, and during the delivery of, their events. This included improving health and safety procedures, crowd flow and developing processes for fan events, such as driver autograph sessions. In 2020, in light of COVID-19, we have been continuing to work with Formula 1 and its promoters to deliver safe, enjoyable events, alongside supporting the implementation of mitigation measures against the virus.